Just in time CX

Over the last decade, I've continued to develop a CX framework and methodology that unites internal teams, executive stakeholders, agencie and operations to deliver engaging experiences that are profitable for, both, brands and customers.

I love talking to anyone from developers, corporate executives, entrepreneurs to students who want to share their CX experiences. 

The first harmony: Reputation and Sentiment

Regardless of any motivation, every consumer journey starts with a instinctual feeling or curiosity about a product or brand. Today we have many modern marketing tools available to us to drive "reputation" across the internet from social networks , influencer programs and ratings and reviews. One of smartest organizations in the area of reputation is Bazaar Voice.

The second harmony: Reach and Acquisition

Reaching customers is important right? Well, not if you don't have a good reputation which is why, the harmony of Reach and Acquisition, comes at the second stage in your strategy.

Simply put, if you have high sentiment and a good reputation then any dollars spent on consumer reach activities will go farther and work harder. Wise marketers doubledown and work through this stage of the journey with a leading expert like Wayin to acquire leads and customers, while entertaining them along the way.

The third harmony: Retail and Engagement

Not everyone can accomplish the 3rd harmony and no one does this better than the Integer Group. In 2017 European companies began to realize that shopper marketing agencies are the keystone of 360 degree consumer experiences because while there are a mindboggling number of ad agencies that claim to surround consumers with great experiences, only agencies with a pedigree of shopper marketing can truly do the job.

So what? Think about it for second. Retail locations are the only place to connect the human element to the brand. People still want to experience brands in a fully immersive ways and they do that by visiting your location. Not to mention that human to human or H2H is still the (by far) the most rewarding engagement that brands can have with their audiences. Brick and mortar are back. Who knew?

The fourth harmony: Transaction and Relationship

Here's where the heavy lifting for technology comes in. CRM leaders like Oracle and Salesforce have given marketers a way to know who you are, and your preferences at a scale no one could have ever imagined back when our parents were getting all of their sales pitches from the Television. CRM and marketing automation systems like Adobe, Marketo, Sitecore or Eloqua are the backbone of personalized marketing and ecommerce transactions.

When you've reached harmony of transaction and relationship you've truly mastered the art marketing and have no problem generating revenue.

Break the content code:

As if it wasn't challenging enough with all of the channels available to marketers today, knowing the difference between always on / evergreen content and promotional content is even more complicated. Let's see if we can make this a bit easier for you.

Four basic things to keep in mind:

1) Always on content uses CADENCE to earn your brand higher rankings in search engines and as such scores better with consumers in terms of relevancy. The reason it works is because a regular cadence of content triggers the internet algorithms to recognize and track the content you're publishing. The key here is CADENCE. The more consistently and more frequently your publish - the better.

2) Promotional or campaign content uses a burst of impressions or "reach" to trigger engagement with targeted consumers. This technique requires high media spend to cut through the clutter and can be perceived as unwanted by consumers if they're not targeted properly. The most important thing to understand here, is that, you need to have a "lead capture" mechanism associated with promotional campaigns to capture email or phone numbers. By capturing the email or phone number you are able to drastically improve future campaigns as well as leverage these identified consumers in future campaigns without the high cost of direct acquisition

Competitors who rely on paid means to reach customers throughout the year will squander budgets, as well as their competitive advantage, when it comes to content strategy.

— Dennis Wakabayashi

3) A combination of Always On and Promotional content using a consistent cadence will give you the best strategic position throughout the year when it comes to reaching your brand's most important audiences. In order to win against competitors during battle ground time periods you'll need to, either out spend them or else out think them using Evergreen content.

4) Evergreen content is the strongest asset of your content strategy. The reason it works is because you can republish this content every year and only pay for it once. The more consistently you develop evergreen content and consistently publish it within your annual cadence - the more difficult it will become for competitors to own a higher share of voice than your brand. This strategy presents dual benefits. The first benefit is presents lower costs for you to own the higher share of voice over time and the second benefit is that it increases the cost for your competitors every year to engage with the same consumers.

I'm always here to help If you have questions just email me. Or for a steady self-serve stream of marketing "know how" follow me on twitter : @dwakabayashi